INTELLECTUAL PROPERTY All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action. SỞ HỮU TRÍ TUỆ Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.

1. Young Spikes Brief – Team The Wondrous

2. THE INSIGHT
More than 80% of Vietnamese teens
have no clear idea about what their
future career should be. (HCMC
University of Pedagogy, 2009)
When it comes to choosing a career
path for their life, teens are usually led
to “conforming” choices, such as
doctor, lawyer, teacher or engineer.

3. THE IDEA – ’Find your true calling’
Open their minds to new possibilities of alternative and cool career
options – from being a rapper, an actor, a stunt double, a boxer, a pilot,
a mixologist, a games designer, even a TV star.
We’ll give teens the means to explore their personality, obey their
passions, and find their true calling in life.

4. HOW IT COMES TO LIFE – Social Media
We’ll kick off the campaign through social media with a series of fun,
shareable videos, that ask teenagers to question what they think
about their possible career choices.
“You could be a doctor, or you could be
saving lives every Saturday at 9pm!
Find your calling @ Sprite Career Expo!”
“You could be a teacher, or you could teach
people how to fly!
Find your calling @ Sprite Career Expo!”

5. HOW IT COMES TO LIFE
– Outdoor & Mobile
Using Augmented Reality (AR), we’ll create
out of home posters in shopping malls,
cinemas and anywhere teens hang out.
Each poster will feature a different cool
career, a rock singer, a TV star, a pilot.
Teenagers will be instructed to take a ‘walk
in my shoes’ and experience on their
phone what it feels like to do their job.

6. HOW IT COMES TO LIFE – OOH & Mobile
By taking a photograph of the TV Star’s shoes, this will unlock a virtual
TV studio set that the user can explore, through their smartphone, all
from the point of view of the TV star.
A call to action would instruct users to ‘Find their true calling’ and visit the
Sprite Facebook page to find out more.

7. HOW IT COMES TO LIFE – Cool Careers Expo
Usually career’s fairs feature the same old boring jobs. Not this one.
A career’s fair like no other. Consisting of larger-than-life information
stands, featuring all the coolest jobs a teenager could imagine.

8. HOW IT COMES TO LIFE – Cool Careers Expo
In this never-seen-before career expo, teens can: talk with influencers
from alternative and cool careers, such as rappers, singers, Taekwondo
fighters, pilots, TV celebrities, etc. and experience the unique working
spaces of each career through, films sets, the boxing rings, and even a
flight simulator.

9. HOW IT COMES TO LIFE – Cool Careers Calling Booth
After experiencing the alternative careers, teens enter a private booth
where they can record a voice message to their parents, expressing their
passions and desires to follow a different calling.
By doing this, teens can avoid uncomfortable the “face-to-face”
confrontation and freely express themselves to their parents.
Once the teen has recorded his or her message, this will be
automated sent to their parents via a voice call recording or
a link to personalised video message.

10. HOW IT COMES TO LIFE – Cool Careers Resource
To make the expo accessible to all, we will
capture all on video, including interviews
and Q&A with all our KOLs and
participating career specialists.
This will live online as a hub for teens to
guide them into finding their true calling.
By selecting their interests and passions
through simple questions, we’ll be able to
suggest which videos they watch first.